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Mark Cross, The Donkey Sanctuary, and Paul Middlebook, The Allotment Brand Design …

Mark Cross, The Donkey Sanctuary, and Paul Middlebook, The Allotment Brand Design
Brand development conference
www.charitycomms.org.uk/events

Published in: Business, Lifestyle

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  • 1. CREATING A VALUES DRIVEN BRAND A presentation by Mark Cross & Paul Middlebrook THE DONKEY SANCTUARY © 2012
  • 2. HELLO THE DONKEY SANCTUARY © 2012
  • 3. WHAT YOU WILL SEE TODAY 1.  The value of values 2.  How this has been applied to The Donkey Sanctuary 3.  The outcomes of this approach 4.  Bringing values to life – the adoption campaign 5.  Questions THE DONKEY SANCTUARY © 2012
  • 4. THE VALUE OF VALUES •  What are ‘values’? •  Why are they important? •  How do you know what they are? •  How do you bring them to life? THE DONKEY SANCTUARY © 2012
  • 5. WHAT ARE VALUES Beliefs of a person or group, a set of emotional rules that people follow to make the right decisions in life, to decide what is right or wrong, and how to act in various situations. THE DONKEY SANCTUARY © 2012
  • 6. - CURIOSITY THE DONKEY SANCTUARY © 2012
  • 7. WHY ARE VALUES IMPORTANT? Values help make it easier for people to understand you, so it’s easier to trust you. They tell your stakeholders what you value most. They explain what holds you together. THE DONKEY SANCTUARY © 2012
  • 8. WHY ARE VALUES IMPORTANT? They help to define the purpose of your organisation. AND it’s your purpose that defines your brand. It communicates the ‘Why’ rather than the ‘What’ or ‘how’. THE DONKEY SANCTUARY © 2012
  • 9. WHY ARE VALUES IMPORTANT? Your ‘Why’ is incredibly important. And the great advantage you have is that it should be naturally motivating, altruistic and inspiring. We know from Jim Stengel’s study that businesses with a purpose of improving people’s lives outperform the market. The top 50 by 400%. THE DONKEY SANCTUARY © 2012
  • 10. WHY ARE VALUES IMPORTANT? He identified 4 threads of success; 1.  An organisational culture built around an enlightened brand purpose 2.  Communication, centred on the brand purpose, that uses rich storytelling 3.  A near ideal customer experience 4.  A set of KPI’s that measure performance and people against the brand purpose THE DONKEY SANCTUARY © 2012
  • 11. HOW DO YOU KNOW WHAT YOUR VALUES ARE? These are most often seen when there is a crisis. Look around. What becomes the priority? THE DONKEY SANCTUARY © 2012
  • 12. HOW DO YOU BRING THEM TO LIFE? Though storytelling. Give evidence, lead from the front, celebrate the results of what you achieve. Be creative. THE DONKEY SANCTUARY © 2012
  • 13. SOME POINTERS FOR VALUES •  Keep them short and simple •  Make them distinctive and ownable •  Back up values with evidence and constantly show why they are important •  Measure your brand against your value set •  Show don’t tell THE DONKEY SANCTUARY © 2012
  • 14. THE VALUE OF VALUES TO THE DONKEY SANCTUARY THE DONKEY SANCTUARY © 2012
  • 15. RESEARCH: COLD; WARM; YOUNG; OLD; STAFF...EVERYONE TOLD US THE SAME THING. LOVE + COMPASSION BUT... THE DONKEY SANCTUARY © 2012
  • 16. THE DONKEY SANCTUARY © 2012
  • 17. POSITION UNDER THREAT THE DONKEY SANCTUARY © 2012
  • 18. OUR PAST THE DONKEY SANCTUARY © 2012
  • 19. OUR VALUE-EMBEDDED FUTURE THE DONKEY SANCTUARY © 2012
  • 20. ENGAGEMENT THE DONKEY SANCTUARY © 2012
  • 21. FINE TUNING THE DONKEY SANCTUARY © 2012
  • 22. LAUNCH THE DONKEY SANCTUARY © 2012
  • 23. DIFFERENTIATION THE DONKEY SANCTUARY © 2012
  • 24. NEW BRAND INTEGRATION THE DONKEY SANCTUARY © 2012
  • 25. CORPORATE STRATEGY WHERE WE WANT TO BE CORPORATE STRATEGY WHERE WE ARE THE DONKEY SANCTUARY © 2012 BRAND CLOSE THE GAP WHERE OUR AUDIENCES ARE
  • 26. THE OUTCOMES OF THE VALUE DRIVEN BRAND APPROACH THE DONKEY SANCTUARY © 2012
  • 27. THE RESULTS •  5% increase in donations in a market that has fallen by 20% •  154% increase in web traffic •  Improved engagement with all stakeholders •  A clearer direction of our purpose and where we are heading THE DONKEY SANCTUARY © 2012
  • 28. BRINGING VALUES TO LIFE – A CREATIVE CAMPAIGN THE DONKEY SANCTUARY © 2012
  • 29. COMPASSION, COLLABORATION, CREATIVITY The adopted donkeys were seen 'as part of the family' and that families are connected together by love, devotion and lifelong memories which are shared and cherished. THE DONKEY SANCTUARY © 2012
  • 30. COMPASSION, COLLABORATION, CREATIVITY This led us to the big idea which we called a 'Lifetime of memories'. We wanted to bring the adopted donkey into the heart of the family. To make this relationship deeper, more frequent and more enduring. THE DONKEY SANCTUARY © 2012
  • 31. ADOPTIONS THE DONKEY SANCTUARY © 2012
  • 32. ADOPTIONS THE DONKEY SANCTUARY © 2012
  • 33. THE DONKEY SANCTUARY © 2012
  • 34. THE DONKEY SANCTUARY © 2012
  • 35. THE DONKEY SANCTUARY © 2012
  • 36. THE DONKEY SANCTUARY © 2012
  • 37. THE DONKEY SANCTUARY © 2012
  • 38. LOTS OF APPINESS THE DONKEY SANCTUARY © 2012
  • 39. LOTS OF APPINESS THE DONKEY SANCTUARY © 2012
  • 40. LOTS OF APPINESS THE DONKEY SANCTUARY © 2012
  • 41. LOTS OF APPINESS THE DONKEY SANCTUARY © 2012
  • 42. LOTS OF APPINESS THE DONKEY SANCTUARY © 2012
  • 43. SHARED MEMORIES THE DONKEY SANCTUARY © 2012
  • 44. SHARED MEMORIES THE DONKEY SANCTUARY © 2012
  • 45. ITS ALL ABOUT EMPATHY AND PHYSICAL CONNECTION! THE DONKEY SANCTUARY © 2012
  • 46. THE RESULTS SO FAR!
  • 47. ANY QUESTIONS?
  • 48. THANK YOU! THE DONKEY SANCTUARY © 2012
  • 49. mark.cross@thedonkeysanctuary.org.uk paul@theallotmentbranddesign.com THE DONKEY SANCTUARY © 2012